Let Your Clients Do The Advertising For You

Bill Faeth
Posted on January 1, 2019

Influence can go viral for your product if you get people helping prospective consumers. (Pixabay.com image)

Influence can go viral for your product if you get people helping prospective consumers. (Pixabay.com image)

Decision making. It’s what you and your potential customers do every day. Obviously, you want potential customers to decide to purchase from you or use a service you provide. The question is, how do you influence their decision? What if I said you don’t necessarily have to?

Well, we all often try to. Through advertising, we push messaging about why we are the “right choice.” It’s easy to throw money at advertising, whether it be Facebook, Google, magazine ads, etc. However, the best way to influence one’s decision making is by leveraging decision makers by taking people’s past experiences and using them to help others make the same decision. Let your clients do the work for you. I’m talking about “social proof.”

Consumer Behavior Often Determined By Others

Social proof is the concept consumers will adapt their behavior based on what other people are doing. It has always been the most prominent factor when making a decision, especially one that requires spending your hard-earned dollar.

Think about it…if you are deciding between two ground transportation companies trying to earn your business, and a friend of yours says company “A” provided him with flawless service from the booking process to drop-off and offered to set him up for future rides in another city, which one would you pick? Chances are you’re picking company “A.”

What Are Five Types Of Social Proof?

Although a simple concept, there are of course different levels/types. Five to be exact, according to Buffer, a software application designed to help manage multiple social networking sites. The five types of social proof are: Expert, Celebrity, User, Wisdom of the Crowds, and Wisdom of your Friends.

Wisdom of your Friends is what I referenced previously. What most of you readers can use today for your business is User Social Proof. This usually takes the form of testimonials and online customer reviews.

According to Nielsen, 82% of Americans say they seek out recommendations from friends and family before making a purchase. BrightLocal found 88% of consumers trust online reviews as much as personal recommendations.

Leveraging Customer Reviews

I’m sure I’m not the first person you’ve heard this from…but I want to reiterate leveraging customer reviews is undeniably effective and showing them off is easier than ever. Software companies such as BirdEye specialize in leveraging customer reviews to increase your brand awareness and ultimately increase sales. The best part is it can be fully automated. Imagine your five-star reviews automatically displaying on your website and social media accounts in real-time. BirdEye has customizable widgets you can easily install on your website. You can even have an automated response for reviews that aren’t so positive. That’s really just scratching the surface. I highly recommend checking out software companies such as BirdEye. It will save you so much time and eventually you may even forget it’s there…but your potential clients won’t.

My goal for you is simple and it starts today. I hope from now on when you receive a positive review, you don’t just pat yourself on the back and call it a day. Recognize the power of that review and use it to influence your potential clients’ decision making.

Even if you don’t invest in a software like BirdEye, put reviews on your website, all of your social channels, and create a Yelp account. If you get a killer testimonial from someone at a wedding you serviced, put that bad boy on your weddings page and let it speak for itself. Let your clients do the advertising for you!

How Consumers Use Business Reviews

I will leave you with a few statistics from BrightLocal:

  • 86% of consumers read reviews for local businesses (including 95% of people ages 18-34).
  • Consumers read an average of 10 online reviews before feeling able to trust a local business.
  • 40% of consumers only take into account reviews written within the past two weeks – up from 18% last year.
  • 57% of consumers will only use a business if it has four or more stars.
  • 80% of 18-34-year old’s have written online reviews, compared to just 41% of consumers over 55.
  • 91% of 18-34-year olds trust online reviews as much as personal recommendations.
  • 89% of consumers read businesses' responses to reviews.

Read each of these five times and let them sink in. Print them out to remind you every day your potential clients want the validation from your current clients. Provide a great service and let others do the advertising and publicity FOR YOU. I promise, it will boost the growth of your company.





Bill Faeth is the founder of Limo University (www.LimoGrowth.com), Inbound Marketing Agents (www.inboundmarketingagents.com), and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest into educating and training operators on how to grow, manage and sustain a more profitable business. You can reach Bill at [email protected] For more columns and blog posts by Bill Faeth, click here.

Related Topics: Bill Faeth, building your clientele, consumer demand, marketing/sales, online reviews, operations, product reviews, revenue growth, social media

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